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HomeEquity Bank Empowers Canadian Homeowners with New Brand Platform that Empowers Retirees



After posting record mortgage numbers in 2017, HomeEquity Bank, providers of the CHIP Reverse Mortgage, announced the launch of a new brand platform today. Created in partnership with Zulu Alpha Kilo, the new brand introduces a redesigned logo, evolved brand positioning, a new visual identity, and a fully integrated campaign that is intended to set the brand up for continued long term growth.

“The Canadian population is aging and many homeowners feel that they have no other choice than to sell the house they love to finance retirement,” says Yvonne Ziomecki Executive Vice President – Marketing and Sales. “Our research has shown that 93% of people over 65 want to retire in their home. We’re tremendously excited about this new direction for our brand because it is about empowering Canadians to live the life they’ve earned.”

The work to kick off the brand relaunch encompasses both traditional and non-traditional creative executions. All of the work tapped into insights gleaned from national research, in speaking to Canadians aged 55+ about retirement planning. In one spot, we see a young couple encouraging their parents to downsize and sell their house before the parents have some fun with that idea by suggesting they move in with the young couple. Another ad shows an overly persistent real-estate agent approaching a house to convince an older couple to sell their home, before they take matters into their own hands. A third spot shows two young parents in front of a house talking about making an unsolicited offer, simply because the homeowner is older. The parents end up getting a lesson from the older, but spry homeowner who overhears the conversation.

To compliment the TV commercials, DRTV with hard hitting messaging, was also produced. In keeping with the brand narrative, the same on-camera characters were featured to help bring consistency throughout the consumer journey. Each execution plays a unique role in educating and empowering retirees to take back control of their retirement dreams. Rounding out the launch was a web site refresh, digital ads, and series of ambient executions that were designed to look like real-estate advertising but instead of speaking to selling or open houses, they use headlines such as: “SOLD On Staying Put.” Similar messages were also applied to tear away posters and door hangers that all pulled from the various executions by encouraging people to stay in the home they love.



“This is about empowering retirees,” says Zak Mroueh, Chief Creative Officer and Founder at Zulu Alpha Kilo. “There is a huge misperception about what it means to be retired. People feel patronized when they’re pressured into something they don’t want to do – like selling their home. We knew that these situations would be relatable to our audience and that we could really strike a chord with them.”

Strategy and creative was led by Zulu Alpha Kilo with media planning and buying by OMD and PR by Jacki Nelson of Nelson Connects.

About HomeEquity Bank
HomeEquity Bank, a federally-regulated, Schedule 1 Canadian bank, is the only national provider of the CHIP Reverse Mortgage™ solution. Founded 32 years ago, HomeEquity Bank has been helping Canadian homeowners aged 55+ access the value of the equity they have in their homes, maintaining ownership of their home, until they make the decision to sell. HomeEquity Bank has ranked on the Canadian Business and PROFIT’s 28th and 29th annual PROFIT 500 list, the definitive ranking of Canada’s Fastest-Growing Companies. HomeEquity has also been recognized as an Aon Best Employer – Canada 2017.


Credits:

Client (Company): HomeEquity Bank
Clients: Yvonne Ziomecki, Vivianne Gauci, Joe Heale, Niary Toodakian, Carly Whittamore
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Patrick Scissons
Art Director: Shawn James
Writer: Irfan Kahn
Agency Producer: Jac Benoit, Teresa Bayley
Account Team: David Tremblay
Strategic Planner: Tim Hopkins
Media Agency: OMD
Media Agency Planner: Dwayne Mataseje, Mitchell Cornelisse
PR Agency: Nelson Connects
PR team: Jacki Nelson
Production House: Partners Film
Director: Michael Downing
Production House Producer: Gigi Realini, Jill Godbold, Shannon Barnes
Director of Photography: Barry Parrell
Casting Director: Steven Mann
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker
Compositor / Online: Eric Perrella, Sebastian Boros /Alter Ego
Special Effects: Eric Perrella, Sebastian Boros/Alter Ego
Animation: Ian Flaig /Alter Ego
Colourist/Transfer: Clinton Homuth, assisted by James Graham / Alter Ego
Colour / VFX / Animation Producer: Julie Neff / Alter Ego
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Rocco Gagliese
Producer: Nicola Treadgold
Engineer: Nathan Handy
Photographer: Shereen Mroueh


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Zulu Alpha Kilo Unveils Follow-Up to its Global Viral sensation ‘Say No to Spec’



In 2015, a video called Say No to Spec went viral around the world and sparked a dialogue about ending a requirement for ad agencies to produce unpaid creative work in new business pitches.

Now the agency behind it, Zulu Alpha Kilo, has launched a follow-up.

Called the World’s Worst RFP, the film skewers all the wrong ways to run an agency pitch, from spec creative, the sheer number of agencies invited, to how people behave during presentations. Inspired by post-game media scrums in professional sports, the film opens with the client and winning and losing agency at a press conference before a throng of reporters.

“Today was the final of the biggest pitch of the year,” starts the film. “Six grueling months, 25 shops and four rounds of spec creative later, only two competitors were left standing.” Soundbites from the agencies include: “The client was on her phone the whole time,” “We cave twice as fast as the competition, we do sub-par creative, we kiss a lot of ass” and “We fumbled the clicker handoff during the PowerPoint.”

World’s Worst RFP was unveiled at the Agency of the Year, an annual awards show hosted by strategy, Canada’s largest trade publication for the industry. Zulu was nominated in three categories: Digital, Design and Advertising Agency of the Year. The agency ended up winning overall Gold as Design Agency of the Year and Bronze as Advertising Agency of the Year.

Say No to Spec premiered at the same event in 2015.

“Every year, Strategy invites the agencies shortlisted for Agency of the Year to produce a video to debut at the gala. And so we wanted to entertain, but also use the platform to call attention to how our industry can be better for both clients and agencies,” says Zulu founder and chief creative officer Zak Mroueh. “Hopefully World’s Worst RFP and smarterpitch.com will start a dialogue just like Say No to Spec did.”

Along with the video, the agency has consolidated its observations about the pitch process into a thought-leadership piece at smarterpitch.com. Zulu is inviting clients, agencies, pitch consultants and other industry players to add to the list by using #smarterpitch.

CREDITS:
Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
CD/Art Director: Rodger Eyre
CD/Writer: Gerald Kugler
Agency Producer: Bette Minott
Account Team: Violet Karbalaei
Production House: Zulubot
Director: Zak Mroueh
Director of Photography: James Klopkp & Nathaniel Chadwick
Producer: Bette Minott / Christina Hill
Audio Mixer/Boom: Paolo Di Teodoro
Casting Director: Jigsaw: Shasta Lutz
Video Post Facility / Editing Company: Zulubot
Editor: Marissa Bourgougnou
Compositor / Online: Zulubot
Colourist/Transfer: Alter Ego: Connor Fisher
Audio Post Facility/Music House: Zulubot
Engineer: Stephen Stepanic

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